The First Bottle Is for Friends


Vianarra: Hospitality Storytelling for Wineries, Hotels, and Restaurants

By Patrick R. Dunn. WSET Level 3, former National Park Service interpretive ranger, author of Stop Leading on Empty. Founder of Vianarra, a hospitality storytelling practice.

Read more from Vianarra: Hospitality Storytelling for Wineries, Hotels, and Restaurants
Front label of a 2020 Three Sticks Pinot Noir, Sonoma Coast, Gap's Crown Vineyard. Three brown hand-drawn sticks sit above the winery name on a cream label.

Vianarra · Issue #19 · September 30, 2026 The Man Hosing Out the Bins They came in a little after two on a Saturday in late September, the part of the year when flatbeds stacked with bins of picked fruit share the two-lane roads with rental cars and every winery on the road smells faintly of fruit turning into wine. It was their third stop of the day, and they had reached the point where the flights and the friendly faces behind the counters start to run together, and they had nearly driven...

A bottle of La Sœur Cadette Bourgogne Rouge standing on an open Kermit Lynch Club Chevalier newsletter, with the winemaker's photo and write-up visible on the page.

VIANARRA Issue #18 · September 23, 2026 The story found along the way Please Visit Our Website By Patrick R. Dunn What came in the mail I joined a new wine club recently. The welcome email arrived the same day. It said I was receiving it because I had just become a member, gave the name of my membership level, and asked me to visit the winery's website. It was signed by the corporation. That was the welcome. I belong to more clubs than I should, and this season I went back through what they...

A bottle of Bacigalupi 65th Anniversary Goddard Ranch Pinot Noir standing on a white tablecloth beside a La Famiglia Ristorante Italiano menu, with olive oil cruets, a wine glass, and a sunlit window behind.

A hospitality storytelling newsletter for winery owners, winemakers, tasting room managers, boutique hotels, inns, and independent restaurants, about the story a property already has. The owner was at the bar Issue #17 · Wednesday, September 16, 2026 Bacigalupi 65th Anniversary Goddard Ranch Pinot Noir, carried in to La Famiglia, Reno. Somewhere in the first half hour our server mentioned that the owner was from Maine, which in Reno is not a small piece of information. I grew up in West...